Minorities shopping more online

Online shopping by African-Americans, Asians, Hispanics and other minorities has increased dramatically during the past five years, according to a report from The Media Audit.

“The 88 markets surveyed for this report have an aggregate adult population of approximately 145 million and 58 million of those adults are members of a minority,” says Bob Jordan, president of International Demographics Inc. “As a result of their numbers, their increasing tendency to shop online is very significant to most marketers,” he added. Jordan.  International Demographics Inc. is a 37-year-old market research firm which produces The Media Audit.

Among African-Americans, 40.6% now shop online, compared to 27.1% five years ago. More than 20% now make five or more purchases in a year and 10.9% make more than twelve purchases. The total adult African-American population in the 88 markets surveyed is approximately 17.6 million.
70% of Asians now shop online, compared to 55.8% five years ago. More than 46% make five or more purchases in a year and 24.9% make 12 or more purchases. The total adult Asian population in the 88 markets surveyed is approximately 8.8 million.

According to the report, 41.8% of Hispanics now shop online, compared to 27.7 percent five years ago. In addition, 23.5 percent of Hispanics make five or more purchases in a year and 12.3% make 12 or more purchases. The total adult Hispanic population in the 88 markets surveyed is approximately 23.3 million. 
All other minorities in the survey are grouped and total approximately 8.5 million. Slightly more than 52% shop online, 33.9% make five or more purchases in a year and 19.5% make 12 or more purchases.  
Among all adults surveyed, 55.8% now shop online, compared to 44.1% in 2002. In addition, 35.7% made five or more purchases and 19.8% made 12 or more purchases.
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